The Pennsylvania Credit Union Association's iBelong awareness campaign running on TV and radio stations in four states is getting tweaked next month with new ads taking advantage of the Move Your Money campaign.
"Our original ads stressed eligibility but now our new message April 1 is designed to exploit the switch idea," said a spokesman for PCUA. The association began iBelong three years ago and has since licensed the advocacy ads to state leagues in Illinois, Mississippi and Vermont.
The new commercials, featuring testimonials of CU members and targeting women 25-49 as financial decision makers, will hit on "the new economic environment and urging people to move their funds to a credit union from a large bank," according to the PCUA official.
So far, the existing ads debuted in July 2007 have spurred new business considering
Pennsylvania's member growth rate in the fourth quarter reached 2.4% well above the national average of 1.4%. Prior to iBelong, Pennsylvania's growth rate was flat, according to the league. PCUA is spending $1.2 million for the ads this year, a drop from the $1.5 million in 2009, reflecting what it said are cost savings in media buys and other budget considerations.